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Used to be that stonewashing was the most radical thing you could do to a pair of jeans. But Dish Jeans brings metal files, blowtorches, sanders and other hard-core implements to the process. The company, which is big in Canada, is trying to get its “hand-constructed” jeans popular in the U.S. This new ad campaign, from The BrainStorm Group in Denver, also includes webisodes where you can watch their products being beaten into submission.
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